Sunseeker International is a brand steeped with a rich history, known for creating some of the most iconic luxury yachts to cruise the seas. Sunseeker International approached us to help launch there new Ocean 182 while still in the production phase of being created.
Sunseeker tasked us with creating a teaser campaign for the launch of the new Ocean 182, targeting Sunseeker existing and previous yacht owners along with existing and previous owners of other brands of yacht. This campaign would feature across social, digital and print. This teaser campaign was all in anticipation for the launch of the boat at the Southampton Boat show in the Summer.
We looked into the key new features and benefits of the 182 and used them as a ‘way in’ to the audience’ hearts and minds. We have developed creative territories, each of which could be used as a creative ‘wrapper’ to house the various propositions and make it campaign-able.
Using the our 4sight model, we pulled on 3 insights.
Cultural Trend Our audience are in control and have the freedom to live their lives on their terms.
Brand Advantage The 182 Ocean offers MORE useable and flexible living space with a flush floor and the helm located on the flybridge.
Category Convention Most comparable products on the market don’t have flush floors or as much space as the Ocean 182.
We created the strategic proposition of "More Usable Space To Enjoy"
Introducing The Ocean 182, Space To Do What You Love.
The content was crafted around the emotion of how families can use the space to do more of what they love doing and less time having to navigate around helms and fenders. The idea of this penthouse like space meant we could create a feeling of space without having the 182 Ocean feature in the content.
We created content that showed the space, style and elegance of the yacht while never actually seeing it.
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